C-MEEs: cross-media engagement evaluations

Robert Passikoff and Don E. Schultz

Nearly four decades ago, Neil Postman, professor, media theorist and cultural critic, predicted what he termed media ecology: 'Media ecology looks into the matter of how media of communication affect human perception, understanding, feeling and value.'

This reflects remarkably the concerns modern marketers are facing, especially in regard to how consumer engagement is facilitated by cross-media utilisation.

Almost ten years later, Marshall McLuhan observed that 'media ecology means arranging various media to help each other ... to buttress one medium with another', which sounds even more like the current conundrum regarding measuring cross-media consumption, and its effect on consumer engagement, brand development and sales.